Squealing Pig Wines Partners With National Pickleball League (NPL)

In an unparalleled move, Treasury Wine Estates cheeky wine brand, Squealing Pig, has paired up with the National Pickleball League (NPL) in a sponsorship agreement. As part of the deal, Squealing Pig will champion the title of Major Sponsor for the NPL over the next two years.

Both entities encapsulate freshness and vibrancy in their domains, challenging conventional norms. The union seeks to redefine the notions associated with their sectors by fostering an innovative and inclusive environment.


The unique partnership includes sponsorship of NPL Season 1 – the flagship professional Pickleball league of Australia, launching in March 2024 with $100,000 Prize Money. It also includes coverage across the professional NPL Championship tournaments, future corporate events, pop-up activations and the crown jewel of the NPL’s expansion plans – the first-of-its-kind NPL Pickleball supersite – opening in Melbourne later in 2023.

Shehan Ananthakumar, the Senior Brand Manager at Treasury Premium Brands, lauded the collaboration, “At Squealing Pig, we’re known for our inclusive and cheeky approach to the complex world of wine, a category that a lot of people find confusing and stuffy. But we are also committed to channelling our playfulness, positivity and passion for bringing people together, which is why partnering with the NPL felt like a natural alignment.

“We look forward to sharing our celebrated wines with Pickleball fans across the country for launch season and beyond.”

Ron Shell, CEO of the National Pickleball League, echoed similar sentiments. “The shared values and vision for both brands made this collaboration an absolute no-brainer for us as our first major sponsor and long-term partner. To be under the Treasury Wine Estate umbrella is prestigious and their expertise in growing brands in our target demographic will lead to great benefits for all our current and future customers, as our grand plans to elevate the sport of Pickleball in Australia continue.”

As part of the partnership, the “Pickle & the Pig” campaign is set to roll out during the Squealing Pig Wine’s eminent Summer of Love campaign, stretching from November 2023 to March 2024.

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